Munich — MOSER Trachten GmbH, a leading specialist for traditional clothing with 40 stores and 250 employees, is being acquired by Family Trust. The international law firm Reed Smith advised the Family Trust, a group of European family investors, on their joint investment in MOSER Trachten GmbH.
MOSER Trachten GmbH (“MOSER Trachten”) is the leading retailer of Bavarian traditional costumes with around 40 stores in southern Germany and a turnover of around 45 million euros. The company has a long tradition in the design and sale of traditional costume fashion and develops its own collections under established brands such as Ludwig & Therese, MOSER, LIEBLINGSGWAND and Alpenglanz. It also sells selected external brands such as KRÜGER Dirndl, Spieth & Wensky and Hammerschmid. In addition to over-the-counter retail and key account business (e.g. restaurants and clubs), MOSER Trachten also operates three online stores: trachten.de (or dirndl.de), ludwig-therese.de and kerstins-landhausmode.de.
MOSER Trachten shows how a market-leading positioning in the niche can be achieved through a strong regional presence and a large store network in the most important channel for traditional costumes, the stationary retail trade. The gradual trend towards less frequent but higher-quality and more sustainable traditional costume purchases enables additional organic growth potential due to the very stable demand and the high level of awareness of the Moser brand.
Investment approach
The founder and managing director Mr. Wirkes had been looking for a long-term succession solution for his company. He will continue to be available to the company as Managing Director for a transition period of two years to ensure a smooth handover and to enable a suitable successor to be efficiently trained.
Parallel to the succession plan, the focus is on the continuous expansion of the MOSER Trachten locations. The aim is to expand the store network both organically and through targeted acquisitions as part of a possible market consolidation — particularly with regard to the “MOSER Trachtenwelten” concept. In addition, the expansion of own brands is to be intensified. There are plans to strengthen the design and product management team and to set up our own showrooms for optimal brand presentation. At the same time, the targeted use of social media offers a great opportunity to bring the world of traditional costumes to life for existing and new customers. Authentic insights into the brand, the collections, the craftsmanship and the people behind MOSER Trachten can create an emotional connection. Social media serves as a “digital shop window” that not only provides inspiration, but also conveys the values, quality and diversity of the MOSER Trachten brand in a modern way.
The Reed Smith team advised on all aspects of the transaction, from its structuring to the co-investment and the share purchase agreement to the financing.
Consultant MOSER Trachten: Reed Smith
Under the joint leadership of the two Munich corporate partners Dr. Nikolaus von Jacobs and Dr. Germar Enders (both Corporate, Partner), the team in Munich also comprised Robert Werzlau (Corporate, Associate), Michaela Westrup (Antitrust & Competition, Partner), Nadja Rünzel (Antitrust & Competition, Associate), Elisa Saier (Employment Law, Associate), Tim Sauerhammer (Entertainment & Media, Associate), Katrin Gerceker (Real Estate, Associate) and Alexander Hardinghaus (Entertainment & Media, Counsel). From the Reed Smith team in Frankfurt, Nina Siewert (Tax, Partner), Dr. Oliver Hahnelt (Finance, Partner), Dr. Nikolas Koutsós (Finance, Counsel), Markus Cejka (Finance, Counsel), and Cihangir Agdemir (Real Estate, Counsel) advised on the transaction. — www.reedsmith.com
About Family Trust
Family Trust is an investment company with a genuine entrepreneurial mentality. In contrast to traditional investment funds, we not only offer capital, but also comprehensive operational expertise. We provide targeted support for succession solutions, digitalization, the establishment of corporate groups, internationalization and strengthen companies on their way to a future-proof and resilient business model. — www.familytrust.de